World marketing comments (http://mkt.), in products or even competition means homogeneity of instant noodles, corn Center not only to survive, and phenomenal expansion in its success behind the scenes, what strategies, what, what force in promoting the
7 April 2006, has just returned from Gansu on Jen hasn't Gude meals, hastily back at Beijing add：Beijing rich Centre. Three days, this was his first sat in the Office, KBC already piled high file and programmes.
Half years, Jen has been in this kind of tension, luggage often rested on the Office door. But at this point, Jen looks without fatigue, over the last few days on the inspection results or even let him some excitement. Because a brewing to long "big plan" is moving in the desired goal, and perhaps not out for two months, new product and in a unit on the market.
Beijing grain Center food technology development co., Ltd. (hereinafter referred to as corn Dojo) located in a rich Centre can hold only twenty people in the Office. However, it is the not-so-handsome small companies, including many Master Kang, instant enterprise to headache, more nearly with them.
In November 2005, when the enterprise for fear of talking about the "instant noodles fried foods cause cancer", a "denial of fried, keep healthy" ads, almost overnight, appear in TV, newspaper, outdoor, and other media. Subsequently, a field on the "fried and non-fried rapidly warming" debate, from instant noodles to industry associations, all targeted are links to previous litter corn Dojo.
But surprisingly, as the protagonist of this storm, corn Dojo always did not respond the denounced from all sides. On the contrary, in the silence over two months later, quietly changed the advertisements into "non-fried more health", packed up aggressive prowess.
Attention, the ren sat in my less than 10 square metres of Office, pride in this "focus marketing" perfect. Afterwards, those who have denounced the five cereals Dojo's enterprises have to admit that they personally holding red this ambitious competitors.
However, the old instant enterprise more than to see that in just 6 months later, the five cereals Dojo have wings gradually, the expansion of its sales force to 2000 overnight, but the end will build 20 lines, monthly up to 2 billion. By Jen's estimation, "this year's sales exceeded $ 1 billion, and pursue ' non-fried ' instant noodles 60 per cent of the market share is not a problem. "This means that the grain is Dojo in original limited market cake severely cut by a knife.
In the products even competition means homogeneity of instant noodle industry, so fast expansion speed sounds a bit scary, but fulfilled the famous sentence: do instant noodles allows an enterprise to quickly expand or start to die. Corn Dojo obviously don't have to worry about survival. But its success behind the scenes, what strategies, what, what forces in advance?
Tapping it will rescue
Jen back in Beijing that day, he also participated in a meeting of trade association. Earlier, the Association is also on the five cereals Dojo diplomats, but this attitude has 360-degree u-turn. With Jen's words, this is the "history does not pursue a winner". No matter how willing are reluctant, corn Dojo's position in the industry has been better than before.
In fact, many enterprises privately acknowledged that, if the change is made, they will choose the same marketing methods. However, the five cereals Dojo is a step ahead, and start again right funky.
Back in April 2005, Jen was already aware of the opportunity of entering the market. At that time, the Ministry of health has issued a paper questions the French fries, fried food containing carcinogenic substances. Since then, "fried food cancer" or even "instant noodle to embarrassing harmful to health". But then, the five cereals Dojo product has not been made out.
The good news is that this crisis did not stop until the month of October, product development is complete, the grain is then grasp the Dojo borrowing opportunities.
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